Phoenix New Media Limited

Ladies and gentlemen, thank you for standing by and welcome to the Phoenix New Media 3rd Quarter 2021 earnings call. At this time, all participants are in a listen-only mode. After the speaker's presentation, there will be a question and answer session. To ask a question during the session, press star 1 on your telephone. I must advise you that today's conference is being recorded. I would like to hand the conference over to your first speaker today, Muzi Guo from Investor Relations. Thank you. Please go ahead.

All right, thank you, operator. Welcome to Phoenix New Media's third quarter 2021 earnings conference call. I'm joined here today by our Chief Executive Officer, Mr. Shuang Liu, and our Chief Financial Officer, Mr. Edward Liu. On today's call, management will first provide a review of the quarter results and then conduct a Q&A session. The third quarter 2021 financial results and webcasts of this conference call are available on our website at ir.iphone.com. A replay of the call will be available on the website in a few hours. Before we continue, I'd like to refer you to our safe harbor statement in our earnings press release, which applies to this call as we will make forward-looking statements. Finally, please note that unless otherwise stated, all figures mentioned during the conference call are in RMB. With that, I would like to turn the call over to Mr. Fang Liu, our CEO.

Thank you, Mu Zi. Hello, everyone. Thank you for joining us for today. In the third quarter of 2021, we continue to navigate an uncertain macro environment. While remaining committed to content leadership and building our core competitive differentiation in original content production capabilities, we have collaborated more closely with our parent company, Phoenix TV, following its equity restructuring earlier this year. This collaboration strengthens our continued focus on enhancing our content offerings, marketing solutions, and industry resources. to create a cohesive and innovative media company. We have substantially increased the depth, breadth, inclusivity, and credibility of our news coverage by integrating Phoenix TV's global network of reporters with both our massive online user base and our ubiquitous presence on social media platforms. This deeper collaboration with Phoenix TV also allows us to synergize our resources and client base creating a richer and more comprehensive suite of marketing solutions for a broader advertiser base. Additionally, increased exposure of our new media elements embedded in Spinix TV's programming content will help raise our brand awareness with high-end TV audiences. During 2021, in conjunction with Spinix TV, we reported on various major world news events, receiving widespread acclaim for our coverage both in China and abroad. These reports included coverage during this quarter of two major events, the withdrawal of U.S. troops from Afghanistan, ending the 20-year-long war, and the 24-hour rolling commemoration of the September 11th anniversary. Utilizing Phoenix TV's expertise in live reporting and our highly effective planning and coordination with our frontline reporters, we demonstrated our unparalleled credibility in live reporting. These coverage involved interviews, dialogues, retrospective clips, a live interaction with our users, and were broadcasted through a number of media distribution channels, including our iPhone APP, cable, and satellite TV. As a result, the two reports generated over 100 million video views and 60 million article clicks online. At the same time, our original columns complemented the coverage of these events by providing our users with a broader perspective. For example, our social investigative column, Loving , focused on the stories of the first witness of the September 11 attacks, while our international commentatory column, Trend, Feng Xiang, focused on the topics of anti-terrorism. Our science discovery column, Tumor Intelligence Agency, Zhongliu Qingbaoju, on the other hand, brought our users' attention to victims that had sustained physical suffering from the attacks. Our original content has been viewed 3 million times on our platform and over 10 million times on Weibo. In addition to our global news reporting, we remain conscious of our social responsibilities, especially during difficult times. In late July, we were one of the first media organizations to realize that the record-breaking rainfall in Henan Province was developing into disastrous flooding that required urgent media coverage. Our live broadcasting and in-depth reporting captured not only the severe damage caused by the flood, but also heroic rescue scenes. Our courage showed the courage disappear and kindness of these affected, raising public awareness and inspiring people to donate to the victims of the flooding. Following on from the disaster, our signature column produced insightful analysis on climate issues for audiences, receiving 1.85 million views on our WeChat official account alone. Our investigative column, Eye of the Storm, Feng Baoyan, focused on the aftermath of the floods, specifically compensation for victims' losses, and was republished by both mainstream media and other WE Media accounts. Now, let's take a closer look at Eye of the Storm, an original investigative column we launched last quarter This uniquely branded column has continued to involve receiving recognition as a leader in its field and receiving widespread praise for its contribution to both corporate governance enhancements and improvement of overall industry standards. The column tracked and highlighted trending hot topics such as enterprise safety, financial and credit risk, product safety, and more, combining our integrated reporting methods and our undercover investigations. We published over 100 topics during the third quarter under the column, gathering 30 million views in total. Moving on to, as we know it, Zhizhi Youshi, our new MCM platform that we launched early this year. By the end of the third quarter, the number of our contracted creators, both domestic and overseas, almost doubled. And we have produced hundreds of premium videos and generated over 10 million followers across all the third-party platforms. The subjects covered on the platform range from global topics to broad informative categories, including finance, wellness, and law. In terms of the monetization of MCN, during the quarter, our creators in Japan showcased our video content marketing capability. They demonstrated this capability by filming a video showing life in Japan during the pandemic with our advertisers' products embedded in the video. This customized content helps advertisers tell their brand story with a focus on international expansion and development. We're still in the process of expanding our creator network and extending our system to overseas social platforms. This global network will help us meet our client's ever-growing demand for overseas marketing. While we continue to enrich our company library, unlocking the commercial value of our large user base on third-party platforms remains one of our priorities. Since the second quarter, we have carried out a more systematic approach towards operating on these platforms, including setting the tone and the style of each account and adjusting performance evaluation metrics. We're glad to be able to report that these efforts have achieved positive results, as the number of followers on our six top AdMeteor social accounts grew by hundreds of thousands in the third quarter. Among all accounts on third-party platforms, Phoenix Labs' Wangjia Pingzhe has grown most rapidly. Phoenix Labs has expanded the scope of its product reviews from electronic products to fast-moving consumer foods. We have also extended our advertiser focus from tech brands to board lifestyle-related products, such as cosmetics and health and wellness brands. This helps us to deepen our presence in sectors where we were previously underrepresented, shifting to a more balanced client mix. On a sequential basis, the total number of followers of our Phoenix Lab column increased by 24% and its revenue increased by 31.5% in the third quarter. Now let's take a look at our iPhone app. We have vastly improved its user interface and page layout to better incorporate exclusive content from Phoenix TV. We have included more highlights video clips of classic Phoenix TV programs in order to cater to growing demand for short-form videos and optimize the live forecast and playback functions to improve user experience. In terms of content distribution within the app, we enhance the recommendation algorithm by selecting and distributing contents from high-quality and popular WeMedia accounts. This method of content delivery complements our interest-based distribution strategy. As such, the CTR and reading completion rate of related news posts have greatly improved. We have also enhanced the quality of feedback on our content by increasing the weight of reviews from core users in certain interest areas and reducing the weight of reviews from less active users. Following these adjustments, the quality of our distributed content was optimized and and our click-through rate was increased by 30%. Finally, I'd like to share our progress in revenue diversification. First, for online reading, we continue to make progress in expanding monetization channels for our premium IP concepts. In the last quarter, we reached an agreement for two-year strategic cooperation with ByteDance and authorized its various platforms to access our audiobooks. Meanwhile, we completed building our audiobook recording team and started over 30 new recordings, building a pipeline for future operations. As for e-commerce, this quarter we'll continue to execute our differentiated merchandising strategy. For culture and creativity, on the one hand, we cooperated with museums and preservers of national cultural heritage to ensure the composition of fierce cultural products. On the other hand, we launched the Phoenix Master column, Huang Jia Ju Jiang, on social and video platforms, an original content series on cultural innovation that has attracted considerable traffic. For health and wellness, we incorporated the theme in our product selections, in crafted houseware, gourmet food, clothes, and accessories. Finally, regarding our real estate vertical, we're anticipating a challenging environment going forward as government regulations tightened and the risk of Evergrande Group defaulting on its debt increased. In response, we are proactively optimizing our client-based structure and focusing on real estate companies with relatively healthy balance sheets and strong shareholder backgrounds. Additionally, we are rigorously undertaking new business initiatives other than advertising along the industry value chain in order to create a new growth curve. In summary, during the third quarter, we've maintained our strategic focus on extending our client verticals, expanding our international presence, optimizing our products, and growing our monetization capabilities. While we continue to face pressure as a result of the current macro uncertainties, we plan to remain prudent in evaluating business initiatives, align our business with shifting industry dynamics, and elevate our brand influences through consistent delivery of original content. With that, I will now turn the call to our CFO, Edward Liu, to provide a closer look into our quarterly financial report.